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Morning Update: Cats react to viral videos; How I Met Your Mother finale scores best ratings in show’s history

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Cats React to Viral Videos in Surreal Friskies-Branded Spoof

“Forget about kids and teens, how to do cats feel about watching other felines online?

In a bit of branded self-satire, YouTube megaproducers The Fine Bros. partnered with Friskies to create Cats React to Viral Videos, an April Fools’ version of their highly popularKids React, YouTubers React and Elders React Web series. But, instead of naive kids and teens talking about pop culture events, the duo interviewed kittens, cats and some fellow YouTube stars in cat costumes about famous cat videos. “

The Guardian: News International security head denies burning documents in garden

“The head of security at News International has denied he dug a hole in his garden and burned “incriminating documents” from the company in the runup to the closure of the News of the World.

Mark Hanna told jurors there was “absolutely no truth whatsoever” in the prosecution’s allegation that he had done so, following a claim by a junior security worker Hanna had had a drink with the night before the tabloid was closed down.”

Mashable: The Ultimate Roundup of 2014’s Biggest April Fools’ Day Pranks

“April Fools’ marks the day when pranking goes corporate.

A former president, along with major companies like Netflix, Lego and American Eagle, all got in on the foolish action today.

Below, we’ve compiled every joke, gag and scam we found online Tuesday that caused a chuckle or two on this most confusing holiday. We’ll keep updating as more lies are unearthed.”


AdWeek: King’s Hawaiian Rolls Are So Light and Fluffy, You Can Inhale Them From Across the Room

“Energy BBDO’s new ad for King’s Hawaiian bread rolls is sucky, though not in a bad way. The rolls are so light and fluffy, you see, you don’t even have to reach for one with your hands—you just breathe in with a quick sucking motion, and presto!

It’s a memorable first spot for the bakery brand from Energy BBDO, which won the account in December and is now working to double brand awareness and significantly grow brand penetration following the client’s opening of state-of-the art bakeries in Southern California and Georgia.”

The New York Times: ‘How I Met Your Mother’ Lowers Its Curtain to a Packed House

“CBS’s comedy hit “How I Met Your Mother” exited after nine seasons to what amounted to a standing ovation — from viewers, if not critics — on Monday night as it scored the best ratings in the show’s history.

Wrapping up an unusual format for a comedy — a series-long storyline told in flashback — the comedy attracted 12.9 million viewers, above its previous high of 12.7 million. The show also racked up a big rating among the younger viewers preferred by many advertisers, those between the ages of 18 and 49. The 5.3 rating in that category Monday night topped the show’s previous high of a 5.2.”

The Guardian: Twitter buys UK ‘social TV’ firm SecondSync

“Twitter is trying to strengthen its association with real-time TV viewing after acquiring two European social TV firms, Parisian firm Mesagraph and the London-based SecondSync.”

Mumbrella Asia: Man stripped to underwear in ad for Boomer

“Advertising agency DDB Mudra North has released a commercial for gum brand Boomer in India.

In the ad, a young man is forced to remove most of his clothing when he appears to repeatedly set off an alarm when passing through airport security.”

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